KEY FINDINGS

Many customers switch between retail channels with little predictability; only 13 percent of customers are pure digital customers.

Consistency and responsiveness are the Holy Grail

As companies cater to customers, they have become as unpredictable as their customers. Those that focus on two areas—consistency and responsiveness—have a better chance of achieving desired results. Across industries, customers who interact multiple times with a specific employee to resolve an issue are less likely to defect than those who had the issue resolved in one try.

Effective analytics must now be context-based, which is where Living Services comes into play. Accenture helped Carnival Cruise Lines anticipate guest preferences using digital so crew members can personalize interactions with guests, and passengers benefit from a "digital concierge" that learns their preferences real time.

RECOMMENDATIONS

To provide an adaptable customer experience, companies need to learn what to tune out and what to tune into:

Tune out noise and focus on what matters

When enough customers experience an issue, a closed loop process should flag it as a systemic problem so it can be rectified.

Tune into the basics

In addition to driving consistency and responsiveness in key customer-facing areas, companies need to look at tangential areas that can still impact customer experience, like pricing.

Leverage technology to drive consistency

Digital technology can help provide a consistent experience for customers. Focus on automating the low-hanging fruit.

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